| Title: | The Impact of the Popularization of Mobile Payment on the Operational Efficiency of University Merchants: A Case Study of Wuhan University Town in China |
| Author: | Qin Changhao |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1144-1155) Click PDF |
Abstract
The rapid proliferation of mobile payment technologies has fundamentally transformed transactional behaviors in commercial ecosystems, particularly within university towns where digitally engaged students drive high-frequency transactions. This study examined how the popularization of mobile payment, measured through awareness, usage frequency, user satisfaction, and usage depth, impacted the operational efficiency of merchants in Wuhan University Town, China. Adopting a quantitative methodology, data were collected via online questionnaires distributed to 400 university merchants across diverse business types, including food and beverage, retail, and services. Descriptive statistics and Pearson correlation analyses were employed to evaluate relationships between variables. Results revealed significant positive correlations between all dimensions of mobile payment popularization and operational efficiency. Enhanced awareness reduced transactional errors, frequent usage accelerated checkout processes, elevated satisfaction fostered sustained adoption, and deeper functional utilization enabled data-driven inventory and customer management. These findings underscore that mobile payment integration streamlines operational workflows, reduces costs, and optimizes resource allocation for campus merchants. Consequently, stakeholders should prioritize merchant training, service innovation, infrastructure investment, and policy frameworks to amplify efficiency gains. Strategic adoption of mobile payment technologies emerged as a critical lever for enhancing competitiveness in academic commercial environments.
Keywords: popularization of mobile payment,operational efficiency, university merchants,Wuhan University Town
6717195015 Qin Changhao, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Impact of the Popularization of Mobile Payment on the Operational Efficiency of University Merchants: A Case Study of Wuhan University Town in China, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย